Discover France
with Eric Tabuchi & BMW.

Brief.

Dedicated to two essential values, aesthetics and innovation, BMW has been supporting photography for more than forty years, in particular the "Rencontres d'Arles" festival and the Paris Photo fair. How can we make the general public aware of these artistic commitments, while also talking about cars?

Thinking.

BMW launches "La Route du Photographe", a Facebook application featuring Eric Tabuchi, a photographer whose work is based on the accumulation of peri-urban landscapes that required travelling thousands of kilometres. In one week.

Idea.

— 20k users in only 2 weeks.
— 1000 shares on Facebook.
— Average time spent: +3min.

Watch the case study.

Eric Tabuchi

A roadtrip photographer.

Travelling through a territory that extends over a radius
of about 250 kilometers around Paris, he photographs
peri-urban landscapes, void of human presence,
that look like they come from the vast American West.